Unwrapping The Candy
When it comes to selling a product, what really matters to consumers? Lulu Raghavan explains how a simple piece of candy illuminates the best approach for brands.
Growing up in Bangalore in the ’80s, I woke up every Sunday morning with great anticipa- tion of a weekly ritual. It was the day my father would take me on a drive in his olive green Fiat, going all around the Garden City before finally ending up at my favorite neighborhood candy store. Though we passed Cubbon Park, Lal Bagh, Ulsoor Lake, and other great sights, my mind was hooked on the candy store and the juicy, shimmering treats I could choose for my weekly goody bag. My visual instincts and my father’s suggestions led me to a different assortment of candies each time.
Fast-forward 30 years to Mumbai. Now I take my two daughters, aged nine and seven, to our neighborhood candy store on Sundays. Try as I might, I have absolutely no influence on what they choose to buy—they already know which brands they want based on what’s popular in school. At present, they prefer brands like Kinder Joy, which includes a surprise toy with its chocolate candy.
Seen through the lens of a branding professional, these two scenarios sum up a massive shift we’ve seen in the way brands work.
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